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Señales de valor de marca de las franquicias en México. Su efecto en el crecimiento del sistema franquiciador

Authors
Journal
Estudios Gerenciales
0123-5923
Publisher
Elsevier
Volume
30
Issue
131
Identifiers
DOI: 10.1016/j.estger.2013.12.003
Keywords
  • Franquicia
  • Teoría De Las Señales
  • Crecimiento
  • Metodología Datos De Panel
  • Franchise
  • Theory Of Signals
  • Growth
  • Data Panel Methodology
  • Franquia
  • Sinais
  • Crescimento
  • Dados De Painel
Disciplines
  • Economics

Abstract

Abstract Despite the considerable research franchise, incorporating elements of brand valuation is still insufficient. The franchise businesses stimulate economic development in emerging countries like Mexico. This paper attempts to analyze the signal value of the Mexican franchise brands in the growth of those who have been operating in Mexico during 2002-2008. Methodology was used panel data with 911 firms operating in the Mexican franchisor system. The results reflect an effect of endogeneity and negative growth in the sector. The franchise decision took into account the economic situation and size among other factors that confirm the theoretical arguments.

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